12-user reading patterns of the new york times - 2004 vs 2016 - cxl institute

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User Reading Patterns of the New
York Times – 2004 vs. 2016
We found an interesting, and rather old, eye-tracking study from 2004 and
decided to try and replicated a part of it to see how it works today. It involved
eye-tracking a couple homepages of the New York Times, one from this year,
2016, and one from 2004. Our primary goal wasn’t the comparison to the old
study, rather it was to see what were the ‘priority viewing areas’ for how
people process a news site and to see if ‘today’s users’ process the
contemporary design differently than one from more than a decade ago.
Background
So the original study that this little test was inspired by was performed by a
seemingly out of business research branch of Poynter.org. This study doesn’t
necessarily reproduce any part of the old study explicitly, rather, we take their
approach and see how it works today.
Study Report
Data Collection Methods and Operations:
Here is the ‘priority viewing area’ aggregate map of 5 news sites analyzed in
the 2004 eyetracking study by Eyetrack III. This study only considered user
viewing patterns of the news site http://www.nytimes.com/.
 
Our ‘priority viewing area’ grid had to adjust according to the precision of our
eye-tracking tool. We used a grid of 3X5 rather than 4X4.
The 2004 version of the New York Times homepage was obtained through the
internet archive ‘way back machine’.
Participants
The eye-tracking survey was completed by 200 participants, though only 132
resulted in data with enough accuracy to be useful, 68 for the 2016 version and
64 for the 2004 version.
Other Key Info (like treatment variations)
Findings
Priority viewing areas of news websites,
from a 2004 Eyetrack III study
Oxytocin and First Impressions
First Impressions
Internal vs External Factors
Attention Span, Multi-tasking, and
Happiness
Cognitive Load
How Distracting are Banner
Advertisements on Home Pages? A
Case Study
Visual Cue Case Study: Lead
Generation Form on a Landing Page
Eye Gaze Patterns
Understanding Online Reading
Patterns
Case Study: Online Reading Patterns

User Reading Patterns of the
New York Times - 2004 vs. 2016 
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http://www.math.unipd.it/~massimo/corsi/tecweb2/Eyetrack-III.pdf
http://www.math.unipd.it/~massimo/corsi/tecweb2/Eyetrack-III.pdf
http://www.poynter.org/
http://www.nytimes.com/
https://conversionxl.com/institute/wp-content/uploads/2016/09/zones.jpg
http://www.math.unipd.it/~massimo/corsi/tecweb2/Eyetrack-III.pdf
https://archive.org/web/
https://conversionxl.com/institute/wp-content/uploads/2016/09/2016-png_seenmap2.jpg
https://conversionxl.com/institute/lesson/online-reading-patterns-2/
https://conversionxl.com/institute/lesson/oxytocin-and-first-impressions/
https://conversionxl.com/institute/lesson/first-impressions/
https://conversionxl.com/institute/lesson/internal-vs-external-factors/
https://conversionxl.com/institute/lesson/attention-span-multi-tasking-and-happiness/
https://conversionxl.com/institute/lesson/cognitive-load/
https://conversionxl.com/institute/lesson/how-distracting-are-banner-advertisements-on-home-pages-a-case-study/
https://conversionxl.com/institute/lesson/visual-cue-study-form-landing-page/
https://conversionxl.com/institute/lesson/eye-gaze-patterns/
https://conversionxl.com/institute/lesson/online-reading-patterns/
https://conversionxl.com/institute/lesson/online-reading-patterns-2/
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Key Takeaways:
The large banner ads in the 2016 variation made users jump around the page,
causing way more variability in what people read compared to the 2004
version. Study participants started staring at the ad in the 2016 version, but
quickly went elsewhere, although where they went was much more variable
compared to the ‘seen path’ of the 2004 design.
The priority viewing areas did not differ much at all between the two version
of the New York Times website, and also generally agreed with viewing
patterns from the 2004 study. Given the designs tested, the regions that have
more immediate prominence were the center and upper left of the page. The
variation in the 2016 design was seemingly a result of the banner
advertisement from IBM, which caused viewers to essentially skip around it to
find and fixate on text content.
MARK LESSON COMPLETE
Heatmap for the two versions. 2016 on left and 2004 on
right.
Priority viewing areas and seen order for the New York Times
homepage in 2016 (left) and 2004 (right).
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